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Kohli, the company said in a statement, is recognized as one of the greatest cricketers of all time and is known for his record-breaking performances. He will be the face of his products across the stationery range. The association is expected to strengthen its appeal among young writers and strengthen its position as a supplier of writing instruments in the country, it added.

Pooja Jain Gupta, general manager of Luxor, said the company is also partnering with Schneider Pens for its upcoming product portfolio. “This is an important milestone in our growth trajectory and in line with our continued commitment to bring world-class products to the Indian consumer. Our association with cricketing legend Virat Kohli as the new face of Luxor embodies our shared commitment to the highest standards of performance and excellence.”

Christian Schneider, Managing Director of Schneider Pen, said: “We see India as an emerging market with tremendous potential and are delighted to be partnering with Luxor, an established leader in the Indian writing industry. We look forward to leveraging our exclusive partnership with Luxor to bring the best of German engineering and design to India through multiple products we plan to launch together in the near future.”

Virat Kohli added: “I am delighted to be part of the family and launch their new range of writing instruments. I have been using their products for a long time and it’s great to know that it continues to be a pioneer in the industry. The new Luxor-Schneider range brings the best of German engineering to deliver the best writing performance.”

According to research firm Statista, revenue in the hobby and office supplies segment in India is expected to reach $2,968 million by 2023. at a compound annual growth rate of 17.12%, resulting in a projected market value of $5,584 by 2027.